"Many companies approach Social Computing as a list of technologies to
be deployed as needed — a blog here, a podcast there — to achieve a
marketing goal. But a more coherent approach is to start with your
target audience and determine what kind of relationship you want to
build with them, based on what they are ready for."

Here are some highlights:

Coherent social strategies - POST Method:P = people; who is using the technologyO= objective; why are you doing this; are your customers using these social technologiesS= strategies; short and long termT= technolgy; once P, O, and S are covered can you pick the technologies